Mapping George's user journey revealed how helpful it would be for users to be able to reserve a spot for the pet online.
I created a user persona to put a face on Turkish Airlines' target user and visualize various aspects of their behavior and motivations. This persona was roughly based on the users interviewed during the usability testing.
The goal was to compare the user experience of some other airlines' websites. To learn what features work best for travelers with pets.
Feedback from this audit
As Turkish Airlines is known as a great company to trust your pets to and it is not considered to be expensive, with an updated section on the website, company will have more clients because it will be easy for them to control all the information online.
Some opportunities for this website redo include:
● Show what flights have space for pets
● Reserve space for pets in cabin or in hold
● Add a programs for frequent flying pets
● Rethink the cost policy as other companies seem to charge much less ( $200 at Etihad)
● Have travel success stories on the website for users to be able to trust the airline company
For this case study I did not create any low-fidelity wireframes because my main goal was to complete this research fast and efficiently not making many changes to the design of the website, simply by adding a couple of features.
Using the completed set of digital wireframes, I created a high-fidelity prototype.
The primary user flow I connected was booking a flight for a person and its pet , so the prototype could be used in a usability study.
To test the user experience of the actual design and this redesign, I conducted three rounds of usability studies with a few people that own pets and consider traveling with them. I asked them to perform a few predefined tasks on the current website, then on a high-fidelity prototype I created and then again after changing some flaws.
Findings from the first study helped us understand the main problems of the website when it comes to traveling with pets. Research also showed that in most cases people who travel with pets travel for a longer period of time which means baggage is very important for them when it comes to choosing an airline.
The second usability study results were much better and users felt much more confident when learning about Pet Travel.
Red is the information about the current website. Green is about the redesign.
- Find the information about how to book a pet ticket
- Find the information about what you need to prepare for the flight
- Find out how much it is to travel with a 15 kg dog
- Check how many kg you are allowed to take with
- From the home screen, find flights that are available for pet travel, add a 15 kg dog to your flight
This redesign shows that animal owners feel much more comfortable when it comes to booking a flight. A lot of animals might be left behind and the problem of stray dogs is a big problem in a lot of countries so if there is a detailed and at the same time easy way of explaining what and how to do, people and animals will be happier.
One quote from usability study participants:
" I love it how there is this reassurance that things will be alright with your pet on basically each page, traveling with a dog for the time is very stressful so it is really what I need!"
This project was really exciting. After struggling as a user myself, I had no other idea but to improve the whole experience. During usability studies I have learnt a lot from my participants, they gave me a lot of feedback about how they see the current website and what other things I needed to change in my own version of it. I also learnt a lot about different airline companies as well as stories of people traveling with pets. It was very fascinating!
In this case study only one little part was redesigned, so the next step could be redesigning some other pages to make the experience of choosing Turkish Airlines much better.
Work on other features in this mobile app.
There are some ideas for the website redesign with my thinking process.
Problem statement: George is a busy manager who needs a new, faster way of booking flights for himself and his pet because he doesn't have enough time to spend hours on the phone or standing in the lines.
Persona of Turkish Airlines user
Usability study: findings
Round 1 findings ( original website)
Users get lost in the information found on the website, they see a lot of text and it is very hard to read.
Users have no idea how to go about booking a ticket for their pet, what date are still available and how much it would be.
When booking a ticket, users didn't know how much baggage / carry on they can have, they needed to spend extra time to search it all over the page.